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New York Mercury Bendixen 2011

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The 2010 Census:The Changing Face of Hispanic AmericaNovember 11, 2011Caribbean Business and New York City Hispanic Chamber of CommerceIntercontinental Hotel San Juan, Puerto RicoFernando Ferrer, Co-Chairman

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2This is• A High Stakes Public Strategy Firm• Understanding and Anticipating Our Clients Needs• Interpreting Market and Consumer Data and Trends• Helping Our Clients Understand and Successfully Navigate Their Business and Regulatory Environments• Connecting Clients to Business Opportunities

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3The Changing Face of Hispanic America• Size – growth to one quarter of the population in the next 20 years• Dispersal – only 4 states that had over 1 million in 1990, now in almost every state• Buying power – will have $2 trillion in buying power in the next decade

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9• Movement towards upper-middle class – household incomes for Hispanics have shifted up from under $50,000 to well over that amount• Prone to defend policies promoting access to capital for home-buying and small business, education and employment• Growth of the new minority – because of the explosion as the new minority, overtaking African Americans in some counties, they are going to need access to government services• Biculturalism – the new trend moving away from Spanish, but holding onto the Hispanic heritage

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26What does this mean?• Need to market and advertise in a culturally competent way ▫ Bicultural targeting ▫ Challenge for businesses and advertising agencies ▫ Challenge for businesses and governments procuring goods and services

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27How does Puerto Rico fit in? 2010 U.S. Census - 3.7 million people living in Puerto RicoDown from 3.8 million in 2000By contrast, in the 50 U.S. states and D.C., the population of Puerto Rican-originHispanics increased from 3.4 million in 2000 to 4.6 million in 2010